Redefining the Resort Experience at Sandpiper Bay
In 2022, Sandpiper Bay Resort faced a defining moment. Following its acquisition and transition from Club Med Port St. Lucie, the expansive all-inclusive property required a full rebrand—while simultaneously navigating a high-profile PR crisis. BrandStar was brought in to manage reputation, establish a clear new brand narrative, and develop a comprehensive content strategy to support ongoing renovations and the resort’s highly anticipated grand reopening.
The Challenge
In 2022, Sandpiper Bay Resort, a Trademark Collection by Wyndham, engaged BrandStar to lead a full rebrand of its expansive all-inclusive property in Port St. Lucie. Formerly known as Club Med, the resort was already undergoing significant renovations—but the rebrand unfolded amid a major PR crisis. Previous ownership had illegally removed protected mangroves to improve pool views, triggering widespread negative media coverage and public scrutiny at a critical moment for the brand.
Rebranding a newly acquired resort during an active PR crisis
Managing widespread negative media attention and public backlash
Establishing a new brand identity while distancing from past ownership actions
Maintaining momentum toward renovation completion and grand reopening
The Solution
BrandStar deployed a multi-faceted strategy that combined crisis management, public relations, and strategic content development – designed to stabilize the brand, control the narrative, and rebuild momentum ahead of the resort’s relaunch.
Crisis Management & PR Intervention
BrandStar’s PR arm, Kreps PR, moved quickly to support resort leadership with a hands-on, transparent crisis response. Our team went on-site to assess the situation, develop a robust crisis management plan, and craft clear messaging that addressed the environmental damage while outlining remediation and restoration efforts. By working directly with established news outlets, we helped the resort communicate accountability, environmental stewardship, and a path forward—beginning the process of restoring public trust.
Strategic Messaging & Media Relations
Through coordinated media outreach and strategic messaging, BrandStar ensured consistent, factual communication across channels. This approach allowed the resort to distance itself from prior ownership actions while reinforcing its commitment to responsible operations and long-term environmental care.
Content Strategy & Communications Planning
Simultaneously, BrandStar’s creative team developed a comprehensive communications calendar to guide messaging throughout renovations. This ensured alignment across PR, digital, and on-property communications during a highly sensitive period.
“Coming Soon” Rebrand Content
We launched forward-looking content announcing the property’s temporary closure for renovations, positioning the transformation under the new Sandpiper Bay name. By shifting focus to what was coming next, the strategy helped rebuild excitement, generate positive sentiment, and redirect attention from the crisis toward the resort’s future.
The Results
While the property remains under construction, with a grand reopening anticipated in late 2025, BrandStar’s intervention delivered critical early wins during a highly sensitive period.
PR Crisis
Stabilization
Provided immediate crisis management support, helped reframe the narrative, and implemented a clear response plan addressing the environmental issue—effectively stabilizing public perception at a critical moment.
Foundation for
Reintroduction
Successfully launched initial communications around the resort’s transition and future transformation, shifting focus from the crisis toward what’s next and laying the groundwork for a positive relaunch.
This work demonstrates BrandStar’s ability to deliver integrated support - combining crisis management and strategic content development to navigate complex challenges and set the stage for long-term success.
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